- Locations: 1
- Years in Business: 10
- Tanning Systems: 15
- Tanning Levels: 4
- Staff: 9
- Other Services: Bodywraps, Boutique Sales, Custom Airbrush Tans,
- Hydro-Massage, Teeth-Whitening
- Distribution Partner: Four Seasons Sales & Service
A forward-looking family business with a solid reputation for customer service and community involvement, that’s Neon Rayz of Normal, IL.
In 2003, Jim Tobin opened Neon Rayz with the idea of operating a successful business that served his community. The salon quickly established a solid reputation for value, results and above all, customer service, making it a big hit in the small college town it serves. Sadly, Jim passed away last year, but Teresa, her manager Amy Naeger and the rest of the salon’s staff honor his memory by continuing Neon Rayz’ tradition of offering fun, friendly service, whether it’s UV, sunless or spa. As legacies go, they’re doing a brilliant job, and the best is yet to come.
Building a Salon…
Growing up the daughter of an entrepreneur, Teresa Blakeney worked in the pizza restaurant and property rental businesses owned and operated by her father, Jim Tobin. “In 1998, my dad loaned some money to a friend who wanted to open a tanning salon, and my father was very impressed with how quickly his friend was able to pay that loan back,” said Teresa. “By 2003, he sold his restaurant and opened Neon Rayz in a newly-built shopping plaza.” After the salon’s first six years, Teresa and Jim decided the business needed them to be more hands-on, so Teresa rolled up her sleeves and jumped into salon ownership on Memorial Day weekend 2009. “I had to learn to operate the software, hire and train staff and every other aspect of the business,” she added. “It was difficult at first but well worth it in the long run, because I learned a new trade and also fell in love with the customer relations aspect of the job. I was happy to make it my career.”
…And a Team
Three years ago, Teresa promoted Amy Naeger to the position of salon manager, and this decision, she says, has helped attract new clientele. “She initially joined the company as my father’s assistant, but it didn’t take long for her to prove that she would be the perfect manager because of her enthusiasm,” Teresa said. “She was the one who recommended the spa services we offer and she does an excellent job marketing them to our community and bringing in people we normally wouldn’t reach. She is also a top-notch spray-tanning technician.” Teresa’s husband John is also part of the team, handling all the maintenance duties as well as spray-tanning Neon Rayz’ male clientele.
With a purple and yellow color scheme, Amy Naeger says Neon Rayz décor has an upbeat, funky vibe. “A local artist painted murals that feature our mascot, a cartoon character named Ray,” she added. “He’s this cool little surfer dude who’s hanging out at the beach, and our clients love him.” The salon has 15 Mega Sun tanning units – four MegaStar, five Bronzer, three Ultra Mega Max, a Mega Vertical and two Ultra Extremes – as well as a custom spray-tanning system by Norvell Skin Solutions. The salon also offers an Aquamassage unit, clothing and jewelry sales, Sudatonic bodywraps and Twilight Teeth teeth-whitening, while lotions by Supre Tan, TAN ASZ U and Tan Inc. line the shelves. The business operates with Helios software.
Community Connection
When it comes to promoting Neon Rayz’ UV tanning business, Amy says that Facebook has been a successful marketing tool. “While we use it to post our latest specials, we’ve found it’s more effective when we include our clients and community,” she said. “We host trivia contests and other games that encourage our clients to get involved, with winners receiving a free lotion or tanning session. Another way we involved our community on Facebook was by asking our friends to share our promotions on their pages, such as our recent Free Tan Day. This helped us attract over 50 new clients that day!” Amy and Teresa also utilize Customer Appreciation Days, a referral program and a host of other promotions to attract new clientele.
When it comes to marketing spray-tans, Amy understands that every sunless tanner becomes a walking billboard for Neon Rayz. “During the prom and homecoming seasons, we offer two free spray-tans – one a couple weeks before their event, and the other the day before – to a select group of local high school students,” Amy said. “After their first session, these girls hand out coupons for $10 off a spray-tan to friends, family and anyone else in the community who compliments them on their tan. The response we’ve gotten from this is well worth the cost and time to do two spray-tans.” Amy also offered a two-day spray-tanning special to all 50 women at a local sorority house, and she used the opportunity to pass out free tan cards and promote the salon’s UV tanning menu.
Seeking Opportunities
While Teresa and Amy aren’t specifically planning to open a second Neon Rayz, they wouldn’t say “no” if the right opportunity came along. In fact, that’s Teresa’s approach to the future of the business altogether. “Right now, our main goal is increasing the number of people coming through our doors as well as our membership sales and dollars-per-customer counts,” she explained. “The spa services are helping to do that by attracting people who don’t tan and helping to convert some of them into tanners. Amy and I are also keeping our eyes open for anything that will help us continue to increase the salon’s profits, with a focus on new spa services we could offer.”
Four years ago, Teresa took a crash course in indoor tanning and fell in love with the business and all the friendly people she met–and that remains the part of the learning curve she still enjoys most. “This business has given me an opportunity to meet so many wonderful people in our community,” she said. “I’ve also made some great connections with other salon owners at industry events over the years. Not only has this helped my business, I’ve also made many friends.”
